Zong Zupan, Liu Xinyu, Gao Huijing
Institute of Cultural Industries, Shenzhen University, Shenzhen, China.
Division of Arts, Shenzhen University, Shenzhen, China.
Front Psychol. 2023 Feb 13;14:1110191. doi: 10.3389/fpsyg.2023.1110191. eCollection 2023.
There has been a growing interest among scholars and practitioners in cultural empowerment due to the importance of this subject. In this study, we aim to explore the connection between traditional cultural symbols and cultural identity, further estimating how two variables stimulate consumers' emotional value to generate consumers' purchase intention. Based on existing traditional cultural literature and the theory of planned behavior (TPB), we first proposed a research framework and then empirically tested the relationship among traditional culture symbols, cultural identity, emotional value, and consumers' purchase intention. The survey data was tested using structural equation modeling (SEM) and the following conclusions were drawn. First, the cognition of traditional cultural symbols and cultural identity has a direct and significant impact on the emotional value thereby, eliciting consumers' purchase intention. Second, traditional cultural symbols are directly and indirectly (i.e., through emotional value or cultural identity) positively associated with consumers' purchase intention, also cultural identity is directly and indirectly (i.e., through emotional value) associated with consumer purchase intention. Finally, emotional values mediate the indirect effect of traditional culture and cultural identity on purchase intention, and cultural identity plays a moderating role between traditional cultural symbols and consumers' purchase intention. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product design and suggesting relevant marketing strategies. The research results can provide valuable inspiration for promoting the sustainable development of the national tidal market and repeating consumers' purchasing intentions.
由于文化赋权这一主题的重要性，学者和从业者对其的兴趣与日俱增。在本研究中，我们旨在探索传统文化符号与文化身份之间的联系，进一步评估这两个变量如何激发消费者的情感价值以产生消费者的购买意愿。基于现有的传统文化文献和计划行为理论（TPB），我们首先提出了一个研究框架，然后对传统文化符号、文化身份、情感价值和消费者购买意愿之间的关系进行了实证检验。使用结构方程模型（SEM）对调查数据进行了检验，并得出了以下结论。首先，对传统文化符号和文化身份的认知对情感价值有直接且显著的影响，从而引发消费者的购买意愿。其次，传统文化符号与消费者的购买意愿直接和间接（即通过情感价值或文化身份）正相关，文化身份也与消费者购买意愿直接和间接（即通过情感价值）相关。最后，情感价值在传统文化和文化身份对购买意愿的间接影响中起中介作用，文化身份在传统文化符号与消费者购买意愿之间起调节作用。我们的研究结果有助于通过在产品设计中合理运用传统文化符号并提出相关营销策略来扩展现有的关于消费者购买意愿的文献。研究结果可为促进国潮市场的可持续发展和重复消费者的购买意愿提供有价值的启示。
